AFFILIATE RESEARCH
Who is using ChatGPT and why? Extending the Unified Theory of Acceptance and Use of Technology (UTAUT) model

By Myojung Chung | March 2024
Since its public launch, ChatGPT has gained the world’s attention, demonstrating the immense potential of artificial intelligence (AI). To explore factors influencing the adoption of ChatGPT, we ran structural equation modelling to test the unified theory of acceptance and use of technology model while incorporating relative risk (vs. benefit) perception and emotional factors into its original form to gain a better understanding of the process. The findings revealed that in addition to individuals’ technology-specific perceptions (i.e., performance expectancy, effort expectancy, social influence, and facilitating conditions), relative risk perception and emotional factors play significant roles in predicting favourable attitude and behaviour intentions towards ChatGPT.
Other Affiliate Research

A Case Study in an A.I.-Assisted Content Audit
This paper presents an experimental case study utilizing machine learning and generative AI to audit content diversity in a hyper- local news outlet, The Scope, based at a university and focused on underrepresented communities in Boston. Through computational text analysis, including entity extraction, topic labeling, and quote extraction and attribution, we evaluate the extent to which The Scope’s coverage aligns with its mission to amplify diverse voices.

AI Regulation: Competition, Arbitrage & Regulatory Capture
The commercial launch of ChatGPT in November 2022 and the fast development of Large Language Models catapulted the regulation of Artificial Intelligence to the forefront of policy debates One overlooked area is the political economy of these regulatory initiatives–or how countries and companies can behave strategically and use different regulatory levers to protect their interests in the international competition on how to regulate AI.
This Article helps fill this gap by shedding light on the tradeoffs involved in the design of AI regulatory regimes in a world where: (i) governments compete with other governments to use AI regulation, privacy, and intellectual property regimes to promote their national interests; and (ii) companies behave strategically in this competition, sometimes trying to capture the regulatory framework.

Multimodal Drivers of Attention Interruption to Baby Product Video Ads
Ad designers often use sequences of shots in video ads, where frames are similar within a shot but vary across shots. These visual variations, along with changes in auditory and narrative cues, can interrupt viewers’ attention. In this paper, we address the underexplored task of applying multimodal feature extraction techniques to marketing problems.
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